Ho!Ho!Ho!
Why Santa’s Marketing Works Better Than Yours!
By
Sean D’Souza
Santa’s Secrets
Let’s face it. The jolly guy from the North Pole has one heck of a following. Corporations
have come and gone, but the ho! ho! ho! reverberates on through the centuries. Stop for a
second and look at his loyalty program. You’ve never got off it, even though you’ve grown
up.
All this for someone that doesn’t even exist.
Scary, huh? So why bother reinventing the wheel? Why don’t we just put on our woolies and
head over to brrrr-land and find out what secrets Santa has up his sleeve.
Enjoy this perspective on good ol’St. Nick.
And Merry Christmas. (Yes, even if you’re reading this in June, which I know some of you
will!)
Warm Regards from close to the South Pole
Ah well, Auckland, New Zealand :)
Sean D’Souza
P.S. If you find any errors in this document, please email me at sean@psychotactics.com.
P.P.S. Your feedback is vital. It’s encouraged and will be suitably rewarded. Nothing is too
small or too big to fix.
P.P.P.S. There’s a big bag of goodies in this document. You get a whole bagful of Santas that
you can use on your website, email or even in your Christmas cards. You’ll find it within this
report. No, I’m not telling you on which page. You’ll find it just like you found your gift on
Christmas day!
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PO Box 36461, Northcote, Auckland, New Zealand. Tel: +64 9 449 0009
Why Santa’s Marketing Works Better Than Yours
Santa Claus Inc. is well and profitable, right through recessions, depressions and
just about any economic scenario. The reason why his marketing strategies work
better than yours, is because he uses solid, dyed-in-the-wool psychology. He
knows he doesn't have to use new fangled techniques, when his simple marketing
has stood the test of time.
If you don't believe in Santa, you'd better change your mind, because the fat man
from the north pole rocks on -- and you too can do the same if you stick to the
basics. Find out if your product or service matches up by reading the article
below.
Jingle Bells, Jingle Bells, Jingle All the Way...
If you go to the heart of Santa's marketing, the one word you
come away with is 'consistency'. Generation after generation have
been exposed to one brand, one message, and the same powerful
imagery. Just like Mercedes owns the term 'luxury' and Volvo owns
the term 'safety', Santa owns the word 'hope'. Every kid worth his
Nintendo, hopes he's got enough points on the goodness scale to
justify a mountain of gifts.
Yet, most companies get tired of their own brand. They chop,
change and pour thousands (if not millions) of dollars into a
bottomless pit of mindless change. Take a look at McDonald's
advertising, for instance. McDonald's own the word family outing
yet their ads have been straying down the teenager path.
Which word does Santa own? Try the word
HOPE. I hope I get a Barbie Doll. I hope I
get a toy train. And what word does your
company own? Santa knows what to deliver
because he knows what he stands for.
Does it make sense to consistently occupy one niche?
You bet it does! Families go out with their kids to McDonald’s. These kids sprout
into budget-conscious teenagers that hang out at McDonald’s. They have kids and
grand kids and guess where they all end up. At the big yellow 'M', that's where!
Santa doesn't waver. His customers are kids. Like several marketers, he might
have been sorely tempted to enter the gift market. With bad advice, he would
have tried to get to teenagers, adults and everyone. Can you see the magic still
working? Even the tiniest of niches is huge and niches have a way of expanding by
themselves.
At the end of the day, it's the consistency that takes the jingle all the way to the
bank. Too many companies lose focus and give you seven reasons why you should
buy from them. Santa sticks to one: Be a 'good' kid or you can keep hoping!
You Can Spot Him in the Middle of a Crowded Sky
Do you know anyone who comes to visit on a sleigh in the middle of the night?
With reindeer and gifts? The reason why Santa stands out so vividly in our
memories is because he's different. The postman does the same thing, but leaves
without the flourish.
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PO Box 36461, Northcote, Auckland, New Zealand. Tel: +64 9 449 0009
Why Santa’s Marketing Works Better Than Yours
It's really important to work out how your marketing message differs. Santa's core
marketing term is not built solely on consistent branding but also on a
very hard-nosed differentiation. Too much communication out there fits
in with what's safe. Customers have just one slot in their mind. You
have to enter that slot at such an obtuse angle that they remember
you for life.
Have you ever considered that Santa’s just
a courier guy? Yes, just like the Fedex guy.
Or the postman who delivers your mail. So
what makes him different? How does he
create imagery that customers buy into?
Rose Richards runs Office Doctor. The term that set her apart from all
the rest of the administration crowd is the term, Small business pain
relief. Can you imagine your reaction when you hear something like
that? The human mind is intensely curious and a marketing statement
like that is pure bait. You want to know what pain relief she brings and
how she goes about it - specially if you're the one in pain. That's only
half the story. The construction of the message elevates her from simple
number crunching to brain surgery and makes her unique.
If you want differentiation you need look no further than the guiding
light of Santa's sleigh-- Rudolph, with his shiny nose. Can you even remember the
names of the rest of the eight reindeer?
One very important point, however, is that the marketing message isn't just
different, but also customer-oriented. Rose takes the clutter out of
administration and Rudolph provides a beacon for clearer navigation.
If you don't have a benefit for the customer, just being different is going to get
you nowhere.
Give and You Shall Receive
How many of you are out there networking like crazy? Trying desperately to fill in
your steadily depleting bank reserves? You want, want, want! Take a look at
Santa's style.
He's into giving first. If you probe deep into your mind, you'll find the people you
like best are those who have given you their time, their money or their
knowledge. You trust them, and it's very hard to say no when they ask you for a
favour in return.
The deepest core of human emotions is fear. Every single product
or service, without exception, is sold on the basis of turgid fear.
The only known antidote to fear is TRUST. When trust struts
upwards, fear banishes itself to penguin land. The more you
pile up the trust, the more you can do business.
Wouldn't Santa be able to sell you just about anything? Would
he be able to cross-sell and up-sell product? Santa could
knock on your door next summer and you'd be more than
happy to have him join your barbeque.
Why is Santa so um...plump? Because he
gets invited to all the turkey feasts. Santa
is well loved because he’s trusted. The
trust doesn’t come from full pages in the
Times. It comes from Giving.
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©Psychotactics Ltd. All Rights Reserved.www.psychotactics.com
PO Box 36461, Northcote, Auckland, New Zealand. Tel: +64 9 449 0009
Why Santa’s Marketing Works Better Than Yours
It's up to you to build up the trust one Lego block at a time. Identify your clients
and see what you can give them. It could be information, time or even a
chocolate covered scrumptious cookie. It's the old 'What's in it for me?' theory. If
you can't find something calorie-ridden for their minds or bodies, they won't
want to see you.
Play Santa. It works.
He Knows if You've Been Bad or Good...
Heck Santa knows his customers. He even knows when you are
sleeping, or awake.
Then, there's you. Look at your biggest customer. What's her name?
When is her birthday? Does she like Indian curries or sushi? In
Ever tried dealing with a new customer?
curries can she handle hot or medium? What does she think
They cry, wail and then suddenly your
about you? What doesn't she like?
Santa suit is a bit damp and smelly. Know
You're guessing for sure. You can't be dead certain because
you've been so busy looking at dollar signs that you've missed
the plot completely.
your existing customers well. Learn from
Santa. Don’t fuss with the new ones.
Concentrate on your existing customers.
The reason why Santa's marketing works is because he intimately knows your
individual needs. If you want a drum kit, you get one. If you want a Barbie, you
don't ending up sulking with a xylophone.
Santa knows because he's interested in giving. To give, you have to know exactly
what the receiver wants or your gift is not worth the packaging it's wrapped in.
Some people worry about invading personal privacy. Hogwash! When was the last
time you got upset because a supplier turned up with a big chocolate cake (your
favourite) for your birthday? or with rare stamps for your son (because he loves
collecting stamps)?
Santa invades our privacy gently and uses it to give, not to take. That's why we
don't mind it. The tax department on the other hand, uses our information to
take and therein lies the principal difference.
Once a Customer, Always a Customer
Santa Doesn't Lose Customers. Period.
One of the primary reasons why he's able to achieve this amazing
feat is because he thinks of his customer's customer. His
customer is the kid, who in a few years gets a little wiser about
Santa and his customer's customer is the parent who has the
amazing power to get their children to be nice not naughty, if
only for a short while.
Were you Santa’s customer? Are you still
Santa’s customer? Will you always be
Santa’s customer? Are these questions
even worth asking? Santa lives in your
brain and you’re a lifetime customer!
Since the concept works in their favour, they do all the
advertising. Without TV, radio or the internet, Santa's message
gets a grip on millions of kids around the planet. These kids
grow up and the marvel of Santa is handed down through the
generations.
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PO Box 36461, Northcote, Auckland, New Zealand. Tel: +64 9 449 0009
Why Santa’s Marketing Works Better Than Yours
While It's OK For Santa, How Would This Work In The Real World? Say, If You
Sold Jeans.
Jeans West, a jean retailer, has several of the answers. I needed
one pair, but Stephanie (the sales girl) sold me two--not by hassling
me, but by gently reminding me I would get $20 off the second pair.
Then, with my purchase, she gave me a gift voucher of $10, for my
use or to pass on. They, also signed me up for a loyalty program
that offered to give me a 10% discount if I purchased over $250
worth of product in the next 6 months.
This Is Effectively What Jeans West Did to Make Me a Permanent
Customer.
Is Marketing and Branding a juggling trick?
Step 1: The sales person asked the right questions to find out
Santa doesn’t think so. Neither does Jeans
West. Read the case study to the left of
my need.
this very active Santa and you’ll see
exactly what I mean.
Step 2: She up-sold the product giving me good value for
money.
Step 3: A gift voucher with a validity date, ensured an
additional purchase. Or even better, the chance for me to pass
it on to another person thus 'creating a customer' for Jeans West.
Step 4: Tying my fickle consumer head into a loyalty scheme, they wanted me
to stay with them forever.
Santa's steps may vary, but in essence he ties you into a solid loyalty program
that is near impossible to get off. It's 'customer get customer', rather than
'advertising get customer.' It's cheaper and it works!
In conclusion here are the main points why Santa's customers keeps coming
back. These concepts may sound old, even trite, but have been proven time
after time to work well. Test them against your company and brand to see
where you can learn from the man from the North Pole.
1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere
from networking meetings, advertising to any sort of communication that goes
out. Keep hammering home the same unique message and put it up front. The
weather changes all the time which is why we can't trust it.
If you must change, it's because your old message isn't doing a complete job. I
changed our first baseline from 'Recession proof business principles' to
'Reactivating dormant business clients.'
The proposition was the same but the second line got 10 times the response.
2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your
own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke,
indelibly burning the word classic into our consciousness. Sameness is in your
mind. No matter how many brands exist on the market, your product has a
fingerprint of its own. You just have to dig deep to find out.
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©Psychotactics Ltd. All Rights Reserved.www.psychotactics.com
PO Box 36461, Northcote, Auckland, New Zealand. Tel: +64 9 449 0009
Why Santa’s Marketing Works Better Than Yours
3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give
first, you will only get limited results. The more you stop thinking of yourself and
focus on what the customer needs instead, the more you are trusted. Business is
all about trust. If you don't have it, you're yesterday's soup.
4) Know your customer...
Like you know the hair on your head. Data collection and its optimum usage will
get you right into their minds and keep you permanently rooted in. Every time
they see you, they should think you are Santa coming to town.
5) Reactivate dormant clients
They are all volcanoes. Sitting there with the power to erupt mightily. Figure out
who they are and how you can work in tandem with them. Forget your product
or service. That's a given-- It has to be good. Find out the 'everything
else' factor and you will keep them for life.
Like Santa does...
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©Psychotactics Ltd. All Rights Reserved.www.psychotactics.com
PO Box 36461, Northcote, Auckland, New Zealand. Tel: +64 9 449 0009
Goodies for You
As you flipped the pages of this Santa Report, you saw the power of words juxtaposed with
the Santas. And here’s the goodie news! You can have all of these Santas for your own use.
Yup. Just like that. Is there a catch?
Nope. No catch. Though you would have to fill in a form to get the Santas. Why? Because it
helps me to save time when you use the form, instead of having to retype every detail all
over again. (Aaaaaaaaaarrrgh!) The second reason is even better. I’ll be doing some more
cartoons this year and in the years to come. I can then send the cartoons to you directly, so
you never have to think about it ever again. Come Christmas and you’ll have a whole bunch
of new Santas in your box. Cool eh?
Here is just a sample of what you can get. Click on this link or retype it in your browser to
get your FREE Santas! http://www.psychotactics.com/hohoho.htm
Plus Even More...
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©Psychotactics Ltd. All Rights Reserved.www.psychotactics.com
PO Box 36461, Northcote, Auckland, New Zealand. Tel: +64 9 449 0009